Multichannel relational communication strategy: does one-sized strategy fit all customers?

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dc.contributor.authorCARLA SOFIA DIAS MOREIRA RAMOS
dc.contributor.authorADRIANA BRUSCATO BORTOLUZZO
dc.contributor.authorDANNY PIMENTEL CLARO
dc.date.accessioned2024-05-03T22:34:20Z
dc.date.available2024-05-03T22:34:20Z
dc.date.issued2024
dc.description.abstractThis study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer performance (low- versus high-performance customers) and to reconcile past contradictory results in this marketing-related topic. To this end, the authors propose and validate the method of quantile regression as an unconventional, yet effective, means to proceed to that reconciliation.en
dc.formatDigital
dc.format.extentp. 952 - 985
dc.identifier.doi10.1108/EJM-10-2022-0717
dc.identifier.issn0309-0566
dc.identifier.urihttps://repositorio.insper.edu.br/handle/11224/6635
dc.language.isoen
dc.publisherEmerald Group Publishing Ltd.
dc.relation.ispartofEuropean Journal of Marketing
dc.subjectRelational communication channelsen
dc.subjectMultichannel relational communication strategiesen
dc.subjectFirm-initiated communicationen
dc.subjectCustomer-initiated communicationen
dc.subjectContingency analysisen
dc.subjectQuantile regressionen
dc.subjectCustomer performance heterogeneityen
dc.titleMultichannel relational communication strategy: does one-sized strategy fit all customers?
dspace.entity.typePublication
local.identifier.sourceUrihttps://www.emerald.com/insight/content/doi/10.1108/EJM-10-2022-0717/full/html
local.publisher.countryNão Informado
local.subject.capesCiências Agrárias
local.subject.cnpqCIENCIAS SOCIAIS APLICADAS
publicationissue.issueNumber4
publicationvolume.volumeNumber58
relation.isAuthorOfPublicationa5e47b3d-97ba-4dfc-9e50-a5a788713577
relation.isAuthorOfPublicationccfd47d5-bd80-4464-98ce-629abb672e3d
relation.isAuthorOfPublication4d0421e0-4cc8-4fb3-846a-581a48c752f5
relation.isAuthorOfPublication.latestForDiscoverya5e47b3d-97ba-4dfc-9e50-a5a788713577
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